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Leah Holmstrom
Introduction to Public Relations
November 11, 2010
 Higher education is big business in the United
States.
 16 million students are enrolled at more than 4000
colleges and universities.
 Almost every one of these institutions has personnel
working in public relations, marketing
communications and fund-raising.
 The president, or chancellor, is the chief public
relations officer.
 Large universities: the vice president for
development and university relations is
responsible for:
 Supervising the office of development
 Division for alumni relations
 The office of public relations
 Smaller institutions combine these functions
 Development and alumni personnel:
 Seek to enhance the prestige and financial support of
the institution
 Conduct meetings and seminars
 Publish newsletters and magazines
 Arrange tours
 Maintain a public relations web page for the
institution
 Build alumni loyalty
 Considered the major foundation of any fund-raising
effort
 Fund-raising has increased in recent years.
 $31.6 billion in 2002, which represents 13% of charitable
giving that year.
 Generate funding from private sources
 Donors who are not alumni
 Donations based on their interest in a particular field
of study
 Most visible aspect of a university public
relations program
 Produces hundreds of news releases, photographs,
and special columns and articles for the print media
 Prepares programs of news and features about
faculty activities and personalities for stations
 Provides assistance and information for reporters,
editors, and broadcasters affiliated with the state,
regional and national media
 Responds to hundreds of telephone calls from news
media and public seeking information.
 Public relations specialist must be a part of the
management team of the institution
 Attend all top-level meetings involving the president
and other administrators
 Learn the whys and wherefores of decisions made
 Lend counsel
 Then
 Develop action programs
 Respond to questions from the publics those
programs concern
 Able college presidents involve their faculty in
decision making to the fullest extent possible.
 Faculty and staff serve as major public relations
representatives.
 Communication through:
 E-mail
 Internal newsletters and newspapers
 Periodic meetings at which policies are explained
and questions are answered.
 Faculty and staff who fully understand the
institution’s philosophy, operations and needs
generally will respond with heightened
performance
 Example: The University of Georgia sought
$2.5 million in contributions from its faculty as
a part of an $80 million bicentennial
enrichment campaign. The faculty contributed
nearly $6 million dollars, more than double
what the school had anticipated.
 Students make up the largest public relations
arm that an institution has.
 Determinants of students allegiance to an
institution:
 Quality of teaching
 Sound administrative attitude toward student body
 Involving students as much as possible in decisions that
affect their campus life
 Communication
 Student publications
 Broadcast stations
 State and federal governments hold the vital key to
whether or not an institution is receiving sufficient
monies to maintain facilities, faculty and
programs.
 Large institutions have someone, a government
relations coordinator in most cases, who regularly
monitors the state legislature.
 This person’s work involves
 Competing with other state institution for money
 Defending proposed increases in higher-education
budgets and protecting against cuts
 Establishing an institution’s identity in the minds of
legislators
 Responding to lawmakers’ requests for favors
 Colleges and universities must maintain a good
relationship with the community in which they
are located.
 Faculty and staff are encouraged to achieve
community visibility through work with civic
and other organizations.
 Many institutions have turned to highly
competitive recruiting methods to lure
prospective students.
 Extensive advertising in print and broadcast media
and on billboards
 Brochures with four-color, slick materials that use
bright graphics and catchy headlines
 The web
 Public relations professionals at this level are
faced with many contemporary issues.
 Necessity for sound community relations.
 Primary publics:
 Teachers
 Children
 Parents
 Staff
 The community
 When an issue is brought forward it is the
public relations professional’s job to come up
with a plan that can include:
 News releases
 TV and cable messages
 Fliers or brochures to parents and community
members
 For any type of emergency such as, sudden loss
of utilities, fires, school shootings, bomb
threats, a communication plan should be in the
ready.
 The public relations professional(s) should be
prepared to:
 Deal with various media outlets
 Help the community deal with any tragedy
 Restore calm and confidence in the school system

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Education

  • 1. Leah Holmstrom Introduction to Public Relations November 11, 2010
  • 2.  Higher education is big business in the United States.  16 million students are enrolled at more than 4000 colleges and universities.  Almost every one of these institutions has personnel working in public relations, marketing communications and fund-raising.
  • 3.  The president, or chancellor, is the chief public relations officer.  Large universities: the vice president for development and university relations is responsible for:  Supervising the office of development  Division for alumni relations  The office of public relations  Smaller institutions combine these functions
  • 4.  Development and alumni personnel:  Seek to enhance the prestige and financial support of the institution  Conduct meetings and seminars  Publish newsletters and magazines  Arrange tours  Maintain a public relations web page for the institution
  • 5.  Build alumni loyalty  Considered the major foundation of any fund-raising effort  Fund-raising has increased in recent years.  $31.6 billion in 2002, which represents 13% of charitable giving that year.  Generate funding from private sources  Donors who are not alumni  Donations based on their interest in a particular field of study
  • 6.  Most visible aspect of a university public relations program  Produces hundreds of news releases, photographs, and special columns and articles for the print media  Prepares programs of news and features about faculty activities and personalities for stations  Provides assistance and information for reporters, editors, and broadcasters affiliated with the state, regional and national media  Responds to hundreds of telephone calls from news media and public seeking information.
  • 7.  Public relations specialist must be a part of the management team of the institution  Attend all top-level meetings involving the president and other administrators  Learn the whys and wherefores of decisions made  Lend counsel  Then  Develop action programs  Respond to questions from the publics those programs concern
  • 8.  Able college presidents involve their faculty in decision making to the fullest extent possible.  Faculty and staff serve as major public relations representatives.  Communication through:  E-mail  Internal newsletters and newspapers  Periodic meetings at which policies are explained and questions are answered.
  • 9.  Faculty and staff who fully understand the institution’s philosophy, operations and needs generally will respond with heightened performance  Example: The University of Georgia sought $2.5 million in contributions from its faculty as a part of an $80 million bicentennial enrichment campaign. The faculty contributed nearly $6 million dollars, more than double what the school had anticipated.
  • 10.  Students make up the largest public relations arm that an institution has.  Determinants of students allegiance to an institution:  Quality of teaching  Sound administrative attitude toward student body  Involving students as much as possible in decisions that affect their campus life  Communication  Student publications  Broadcast stations
  • 11.  State and federal governments hold the vital key to whether or not an institution is receiving sufficient monies to maintain facilities, faculty and programs.  Large institutions have someone, a government relations coordinator in most cases, who regularly monitors the state legislature.  This person’s work involves  Competing with other state institution for money  Defending proposed increases in higher-education budgets and protecting against cuts  Establishing an institution’s identity in the minds of legislators  Responding to lawmakers’ requests for favors
  • 12.  Colleges and universities must maintain a good relationship with the community in which they are located.  Faculty and staff are encouraged to achieve community visibility through work with civic and other organizations.
  • 13.  Many institutions have turned to highly competitive recruiting methods to lure prospective students.  Extensive advertising in print and broadcast media and on billboards  Brochures with four-color, slick materials that use bright graphics and catchy headlines  The web
  • 14.  Public relations professionals at this level are faced with many contemporary issues.  Necessity for sound community relations.  Primary publics:  Teachers  Children  Parents  Staff  The community
  • 15.  When an issue is brought forward it is the public relations professional’s job to come up with a plan that can include:  News releases  TV and cable messages  Fliers or brochures to parents and community members
  • 16.  For any type of emergency such as, sudden loss of utilities, fires, school shootings, bomb threats, a communication plan should be in the ready.  The public relations professional(s) should be prepared to:  Deal with various media outlets  Help the community deal with any tragedy  Restore calm and confidence in the school system